An analysis of 10,000 baskets containing at least one Back-to-School item across U.S. general retailers during July–August 2026.
Share of BTS baskets that also contained each category.
Categories can overlap, as a single basket can contain products from multiple categories, so the percentages do not add up to 100%.
The most common category alongside BTS items was Personal Care & Beauty, appearing in 38.4% of baskets. Oral care, kids' body wash and hair care, hand sanitizer and wipes, sunscreen and travel-size toiletries all feature alongside school supplies — pointing to a broader “new school year, new routine” shopping moment.
Beverages, Snacks & Candy, and Household & Cleaning each appear in roughly a third of baskets, reinforcing that Back-to-School purchases often sit within a broader weekly household shop rather than a dedicated school-supplies run.
The baskets also span other household needs. Baby & Infant products appear in 14.6% of baskets, while Toys & Games appear in 10.1%. It's a reminder that a Back-to-School basket can contain products from very different parts of the household at the same time.
The mix also shifts across the season. Clothing peaked in late July, reaching 19.2% of BTS baskets in one week, before falling to just 2.1% by mid-to-late August. The clothing was mainly kids' everyday items — tees, socks, underwear multipacks and footwear. This suggests that clothing purchases may be concentrated earlier in the BTS period, before the focus shifts more heavily toward school supplies.
The Back-to-School moment is less a single shopping mission and more a broader household preparation period — school supplies alongside kids' clothing, personal care and everyday grocery purchases, creating opportunities for brands well beyond the traditional BTS aisle.
Rather than considering individual price-offs and promotions, think of your brand as part of a wider parent/student rhythm change.
Work with your retail partners to be included in their Back-to-School initiatives instead of creating your own.
Consider sponsoring more mundane product categories, such as cereal bars and Tupperware.
Based on an analysis of 10,000 baskets containing at least one Back-to-School item across U.S. general retailers during July–August 2026.
BTS items = core school supplies, stationery and paper products, school bags and backpacks, lunch containers, desk/classroom items, and school-related tech.